Optimization And Coordination Of Supply Chain With Price Subsidies Under O2O Mode

In the era of e-commerce to flourish,consumers tend to buy goods and services via the Internet,O2O(online to offline)mode is the right time to meet this market demand,so the sudden emergence of a new force in the e-commerce market.Under the guidance of the Internet thinking,the parties in order to seize market share of network channels,have to subsidize the online way to expand the size of the online market and attract consumers,competing on price competition.Meanwhile,with the rapid development of information industry,and faster speed of information dissemination,product sales is not conducive to the spread of negative news will be magnified to the smooth operation of the supply chain enormous disturbance.Consumer demand for personalized products and services so that the production cycle is shorter and shorter,resulting in huge demand for the product incidents will affect the supply chain.This paper uses game theory,operations research,supply chain management theory and econometric analysis of the theory at the retailer dominant O2O supply chain model framework,supply chain without online price subsidies,price subsidies and has an online presence when demand disruption,supply chain optimization decision-making and coordination,we are hoping to enrich O2O business operations and supply chain coordination literature and provide a theoretical basis and support for its operators.The main contents are as follows:1.Retailer's O2O Supply Chain Strategy without online price subsidies.Studied a single supplier and a single retailer of O2O supply chain,suppliers will sell goods to retailers,through electronic channels and retail channels to sell to consumers,retailers dominate in this supply chain.Without considering online price subsidies on the basis of the establishment of a supply chain 020 Basic earnings model in two kinds of centralized and decentralized decision-making model,the use of game theory to solve stackelberg maximum benefits when the supply chain,supply chain parameters at this time Optimal solution.2.Consider the strategy and coordination of research O2O subsidies under the Supply Chain onlineStudied a single supplier and a single retailer supply chain.Retailer customer resources in order to compete for users to purchase the product online price subsidies,by solving the supply chain and the basic income model comparative analysis,description of the purchase of online customers a certain amount of subsidy can be made online supply chain parties increased earnings,online price subsidy mechanism is better than no price subsidy mechanism,it is possible to bring more profits.Due to "double marginalization" effect of decentralized decision-making at the retailer level O2O supply chain can not be optimal.In this paper,the retailer level O2O sharing contract of supply chain design to achieve optimal coordination through earnings.3.Decision of coordination subsidies O2O online supply chain optimization demand disruptionStudy on a single manufacturer and a single retailer of O2O supply chain needs in the event of disturbance of pricing and production decisions problems.Demand is assumed for each channel retailers are on the retail price and the subsidized price of a linear function,the influence of centralized and decentralized O2O pricing and supply chain decisions when demand disturbances.By solving the optimization problem to obtain a demand disturbance values in different ranges O2O supply chain optimal pricing and production decisions.Studies have shown that,in the case of the supply chain needs of the supply chain disturbances income still has a certain robustness.